Copyright © 2018 The Nielsen Company. Confidential and proprietary.

FAN AT THE CENTER OF GROWTH OPPORTUNITIES

ROAD TO THE 2018 FIFA WORLD CUPTM

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A LONG JOURNEY HAS YET JUST BEGUN

1923 1946 1968 1988 2005 2016 2012

Founded in

Chicago, IL.

Presented first

Audiometer to

the radio

industry

Provided first

TV ratings for

Olympic Games

broadcasts

Invented first

hand-held

scanners for

households

Introduced

new TV

metering

technology

Became the

first Provider

of the Official

Market

Research

Acquired

leading sports

measurement

company

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WE HELP IMPROVE

FANS’ EXPERIENCE BY

WORKING WITH RIGHTS

HOLDERS AND BRANDS

AROUND THE WORLD

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WORKING WITH IOC TO DELIVER REAL-

TIME OLYMPIC COVERAGE

Nielsen’s Gracenote editors

delivered all historical

results, records and media

tables. They also wrote

15,000 Athlete Biographies

for the official IOC Olympic

Guide

We partnered with NBC to

power their PyeongChang

2018 website with widgets

that link to streaming video

that generated more than

206 million views from 80+

million users

We mapped our TV listings

to the official Comcast

Olympic schedule and

allowed viewers to use

voice commands to identify

songs during events like ice

skating

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PROVIDER OF THE OFFICIAL MARKET

RESEARCH

Copyright © 2018 The Nielsen Company. Confidential and proprietary.

“I’VE NEVER SEEN RESEARCH SO CLOSE TO STRATEGY” - GREG NUGENT

DIRECTOR OF BRAND MARKETING & CULTURE LONDON ORGANISING

COMMITTEE OF THE OLYMPIC AND PARALYMPIC GAMES

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WE RAISE AWARENESS OF THE

PARALYMPIC MOVEMENT

POTENTIAL FAN BASE Russia

18.7M

USA

26.8M

Brazil

22M

Columbia

8.7M

Argentina

6.9M

Australia

2.7M

Italy

9.3M

UK

11.6M

Spain

7.9 M France

9.3M

China

92.8M

India

4M

Japan

16.1M

South

Korea

2.8M

Saudi

Arabia

0.6M

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AND CHANGE ITS IMAGE THROUGH THE

VOICE OF FANS

FITS MORE LIKELY TO THE PARALYMPICS FITS MORE LIKELY TO THE OLYMPICS

COMMERCIAL AUTHENTIC THRILLING

EXCELLENCE

YOUTHFUL

COMPETITIVE

GLOBAL

POPULAR HERITAGE

TRADITION

POLITICAL

CORRUPTION

IMPRESSIVE

LIKEABLE

FILLED WITH PASSION

SOCIAL UNIQUE

INSPIRATIONAL

EYE-OPENING

INCLUSIVE

DIVERSITY

INNOVATIVE

RESPECTFUL

FAIR PEACE

FRIENDSHIP

Copyright © 2018 The Nielsen Company. Confidential and proprietary.

“WE STRIVE TO DELIVER THE BEST FOR FANS AND WITH

NIELSEN ON BOARD, WE WILL RECEIVE SUPPORT IN

DECISION-MAKING PROCESSES TO FURTHER IMPROVE

THE GLOBAL FAN EXPERIENCE…”

- MARCO VILLIGER

DEPUTY SECRETARY GENERAL AT FIFA

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PARTNERSHIP HIGHLIGHTS

2015 2016 2017 2018

Brand Exposure Monitoring

/ Valuation (TV)

Sponsorship & Media

Sales Support

Brand Tracking Market

Research Study

Spectator Experience

Research Studies

Brand Exposure Monitoring

/ Valuation (Digital)

FIFA eWorld Cup (FIWC)

Survey

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WE DON’T JUST TRACK THE EXCITEMENT…

ALTHOUGH WE DO TRACK IT A LOT

EUROPE

67% ASIA

78%

SOUTH AMERICA

84%

NORTH / CENTRAL AMERICA

61% AFRICA / MIDDLE

EAST

64%

Source: FIFA Brand Tracker Study, December 2017; number of respondents excited towards the 2018 FWC

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WE LOOK AT HOW VARIOUS FAN

GROUPS ENGAGE WITH FIFA EVENTS

88%

91%

91%

91%

90%

45%

52%

56%

52%

45%

73%

78%

78%

72%

68%

71%

78%

77%

70%

62%

LEVEL OF AWARENESS LEVEL OF APPEAL AND EXCITEMENT

Spontaneous Prompted Appeal Excitement

GENERATION Z

MILLENNIALS

SILENT GENERATION

GENERATION X

BABY BOOMERS

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WE HELP BUILDING BETTER FUTURE BY

BRINGING TOGETHER VOICES OF FANS

Global standards for

the game are important

to ensure best playing

comfort for the players

throughout the world

Video assistant

referees and the

related

technology will

improve the

game of football

FIFA should lead the

debate on new

technology and

innovation in football

I would be interested in

having more data on

player performance

and team tactics

during a match

Global Average Russia

83% 87%

81% 86%

80% 85%

65% 58%

Copyright © 2017 The Nielsen Company. Confidential and proprietary.